The Insurance Council of Australia (ICA) has collaborated with creative shop M&C Saatchi Group to launched an industry-first recruitment campaign. The agency won the general insurance industry body's business following a competitive pitch earlier this year.

The campaign, 'It's our policy', coincides with the publication of the Insurance Industry Talent Roadmap and supports the ICA’s ambition and purpose of being the voice for a resilient Australia. The creative campaign spotlights real employees in the industry working in roles that people might not know exist in insurance.

The campaign involves several M&C Saatchi Group disciplines working together across creative, media and data, as well as quantitative and qualitative research carried out prior to launch. The work is now live in market in NSW and Queensland across multiple channels including BVOD, YouTube, social, digital, OOH and audio, with plans for a full national rollout in 2025.

General Manager, Public Affairs at the Insurance Council of Australia, Mathew Jones, said: "We’re really excited about this new campaign and in particular the three very talented insurance industry professionals we’ve been able to showcase. We know from our research that we have more to do to tell the story of how a career in insurance aligns with career seekers’ values and aspirations, and we’re confident that we’ve been able to do this with this new campaign."

M&C Saatchi Agency CEO, Michael McEwan, said: "We’re proud to be partnering with the Insurance Council of Australia, bringing together the disciplines of creative and media, all wrapped up in a data driven measurement and evaluation framework. This campaign is the output of consultation across the insurance industry and it’s been great to see competitive brands come together to get behind this, under the strong leadership of the ICA."